The Impact of Customer Orientation and Competitiveness on New Product Development Due to the Mediating Role of Strategic Brand Management in Bank Mellat, Golestan Province

The aim of this study was to determine the impact of customer orientation and competitiveness on new product development with respect to the mediating role of strategic brand management. This research is applied in terms of purpose and in terms of method, descriptive-survey and correlational. The statistical population of the study was 100 managers, deputies and experts of Bank Mellat in Golestan province. The sample size was determined according to Krejcie and Morgan table of 80 people and simple random sampling method was used for sampling. Data analysis was performed by structural equation method with LISREL software. The results showed that customer orientation has an impact on strategic brand management. Competitiveness affects the strategic management of the brand. Strategic brand management affects new product development. Customer orientation affects the development of a new product. Competitiveness affects the development of a new product.